Will Smith’s Bel-Air Athletics Partners with Jermaine Dupri to Launch Capsule Collection in Support of Essential Workers

As the country continues to struggle with the crippling effects of COVID-19, a number of celebrities are stepping up to help essentials workers fighting on the frontlines of the public health crisis. On Thursday, Bel-Air Athletics, the streetwear brand created by Hollywood icon Will Smith, announced a partnership with legendary rapper and producer Jermaine Dupri to launch a capsule collection in honor of essential workers called “Bel-Air Essentials.”

According to a press release, 25% of proceeds from the collection will be donated to Frontline Foods, an organization that supports restaurants that have been impacted by shelter-in-place measures, and that feeds healthcare workers.

“It’s important that I recognize our front-line workers out there that are working to keep us all safe— they are the real heroes,” said Dupri in a statement sent to BLACK ENTERPRISE. “I’m grateful to have a part in celebrating their courage with this Bel-Air Athletics launch. Together, we look forward to supporting Frontline Foods, so we can give back to those in need.”

Each item in the collection features graphics honoring different frontline workers, from doctors and nurses to teachers to postal services workers to restaurant employees to childcare workers. The message “To All On The Front Lines, We Appreciate You” is also printed on each piece.

Products in the collection range from $40 to $75 and include the Essential Workers Tee ($40), Thank You Long-Sleeve Tee ($55), and Bel-Air Essentials Hoodie ($75).

The capsule will be available for purchase for a limited amount of time, starting Thursday evening to  Monday, May 11 on belairathletics.com.

To help spread the word about the collection, Dupri will be spinning a live DJ set on Bel-Air Athletics’ Instagram on Friday, May 8, starting at 7 PM EST.

Just days after Georgia Gov. Brian Kemp announced that he was reopening certain businesses, Dupri urged people to continue to stay home and practice social distancing in the state.

“Y’all know the love I have for this city and what I pour into the city and how much I care about Atlanta,” said the Atlanta resident in a nearly 8-minute message posted on Instagram.

“So this message is really for us in this city,” he continued. “The image that we have in this city, I don’t like. I don’t like the way people think our minds move and the way people are like basically shortchanging us to make us look like we just a bunch of dumb a– n—-s out here running around happy to spend money [on] drugs, strip clubs and you know, just blow s–t.”